088: From CRM to Commerce: Advanced Turf’s Journey into B2B and D2C Sales with CIO Tracie Pruden

Salesforce Commerce Cloud Innovations

In this episode, we delve into the journey of Tracie Pruden, the visionary CIO of Advanced Turf Solutions, as she revolutionizes the green industry through technology. With a background as a Salesforce consultant, Tracie has spearheaded the digital transformation at Advanced Turf, implementing Salesforce CRM, expanding into Marketing Cloud, and launching successful e-commerce platforms. We explore the challenges and triumphs of transitioning from B2B to D2C sales, particularly during the surge in DIY lawn care amid COVID-19.

Tracie shares insights into the unique B2B sales environment, emphasizing the crucial role of knowledgeable sales consultants and the strategic use of technology to enhance customer relationships and service. As the company plans to expand its fulfillment capabilities across 30 locations, Tracie discusses the innovative strategies driving growth and the exciting future of Advanced Turf Solutions.

Show Highlights:

• Implementation of Salesforce CRM and expansion into Marketing Cloud.
• Launch of a direct-to-consumer (D2C) e-commerce platform.
• Challenges and strategies in launching both B2B and D2C e-commerce platforms.
• Future expansion plans for fulfillment across 30 locations.
• Leveraging a small team of agents to enhance customer service and manage growth.

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Episode Credits

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